OCT 10 2012
Foxhall Blog speaks to Foxhall Founder
FB: So who exactly is Foxhall designed for?
MF: For the group of metropolitan men whose clothing needs have not, we don’t believe, been very specifically considered. Foxhall was designed to equip men for their London lives, London of course being a very good proxy for big city lifestyles around the world.
FB: Why the name Foxhall?
MF: It’s a much earlier spelling of Vauxhall, the area of London that is amazingly not famous for the spectacular Pleasure Gardens found there for 250 years from the 17th to 19th centuries. Having lived in the area for quite a few years, I learnt more about them and they were an amazing centre of urban recreation – with spectacular energy, a diversity of people, a certain hedonism – everything that makes London such a great city today. I realised 350 years on not much has changed, and because Foxhall celebrates London’s urban fabric, I thought the Pleasure Gardens were a great inspiration for the brand story.
FB: Tell us a bit more about the men you’re targeting?
MF: We call them ‘professionally urban’ – in that they’ve developed – largely unconsciously – a quite specific and specalised approach to how they live their urban lives: how they get around and where they choose to locate their work, recreation and social activities – they create an urban footprint that makes their lives make sense for them. If they didn’t do this London wouldn’t be a fulfilling place to live. We’ve observed these men and their urban lives and how they move from day to night, work to social, week to weekend, and we’ve designed our collection to bridge some of those transitions.
FB: Give us an example of how products have developed around these observations:
MF: Sure – two pieces of outerwear are a good indication: We have an innovative cross-over technical/knit jacket Jack: we have considered urban cyclists in its design – fully seam-sealed waterpoof shell connected to a breathable lambswool layer, a roomy shoulder area, reflective back panel, easy reach pockets – but it combines function and style in a way that you still look sharp and sleek when you arrive the other end. It’s a hugely desirable piece even if you don’t cycle. Our Anville Winter Coat – we call it the ultimate London coat – has been designed to stylishly ease passage through the city. Apart from being beautifully tailored and form-fitting, it has dedicated smartphone and e-reader pockets, it has an Oyster Card pocket in the sleeve to avoid fumbling with wallets at a turnstile, and it has stowage for a small umbrella – which we also sell – so you can essentially be hands-free as you move around town.
FB: Sounds kind of techy/geeky?!
MF: Yes, in a good way I think. We call it urban functionality – we’ve been inspired by how outdoors and sportswear brands give real consideration to the sport or activity they’re designing for – think about a ski pass on a ski jacket – and we tried to take that thinking to urban life. Making things flow a bit more if we can.
FB: So what should we expect from the full Collection?
MF: An edited London wardrobe – that’s what we’re aiming to deliver. Premium, beautifully considered and well executed wardrobe staples that are easy to understand and wear; pieces that make for good wardrobe building. A good fitted navy T-shirt, a good white shirt, raw selvedge denim jeans, robust leather belts, tailored blazers, leather jackets, relaxed Ts, some sleek urban technical outerwear – that’s what we do. Some classics of course, but we’ve designed them with a contemporary eye, and with a lot of consideration for fit and urban function.
FB: Tell us a bit more about how the clothes fit.
MF: Tailored fit describes it well. We’ve focused on a clean, lean silhouette, and form-fitting shapes – without being overt or obvious. It’s sensible tailoring though – our clients are finding the fit very satisfactory so far. Our Cade T-shirt is a great example – nicely fitted across the chest, but slightly looser around the waist – which makes it more comfortable to wear.
FB: And finally for now – the unicorn – tell us a bit about how that came to be your brand symbol or icon?
MF: The unicorn can be found opposite the lion on the royal coat of arms – it’s chained up because mythically it’s a wild, untameable creature. So on buildings, fences, street furniture across London, there are chained unicorns. We liked the idea of setting these unicorns free, so the Foxhall unicorn has broken its chain and roams London freely.
FB: Thank you. We may be in touch again at some point!
AUG 4 2012
FOXHALL OPENS FOR BUSINESS ON 20 EARLHAM ST, SEVEN DIALS
For Foxhall’s first store Earlham St made a lot of sense as a location. For one – Earlham St is a very well trodden thoroughfare connecting Soho and Covent Garden – two areas of London synonymous with good shopping and socialising. It’s also a street with an interesting mix of urban retail – big and small brands, new and vintage apparel, footwear, books, gifts, and a street market with some great lunching options – a rich tapestry of urban London life. Finally – it’s an area that draws a mix of locals and tourists – which maintains a colourfulness and dynamism. Foxhall is excited to be joining the mix.